How Retailers Can Drive Sales During The Peak Period

Wondering how you can drive sales during the peak period? It’s definitely a head-scratcher, but Magico has swooped in to help.

Magico (www.magico.com) is a client-first, innovative Website Development Company based in Ennis, Co. Clare, that has been delivering websites for Irish retailers since 1999 and specialises in getting retailers online & growing them fast.

On September 16th, Magico released a ‘Peak Trading Planning’ webinar in conjunction with a digital marketing agency. The webinar is included at the end of this article.

However, if you’re short on time, here’s a list of 15 key takeaways. This should help you make the most of the Black Friday and Christmas mayhem!

1. The move to online is here to stay. Online sales could account for approximately 26% of overall sales this peak trading term, according to UK data. Focus on your USPs to retain the Irish customer’s loyalty, such as fast delivery with no customs charges.

2. Expect a bigger, longer and earlier peak. Start planning now if you haven’t already. Google research says local consumer interest in Black Friday begins around the start of September. British research says over 25% of consumers have already begun their Christmas shopping.

3. Impact of supply chain issues and delivery delays. Ensure you have the stock, staff and space available, and the delivery capacity. Especially for popular product categories like electronics and clothing.

4. Importance of Omnichannel Strategy. Many people who didn’t shop online before the pandemic will do so now. However, many will shop in store too. Have this channel to maximise opportunities.

5. Prepare for the unexpected and be prepared to change tactics. Have effective planning and clear goals.

Know Your Business

6. Look back. Use Digital Marketing reports, Google Analytics, and Magico’s AB Commerce dashboard to get insightful data. Look for traffic and orders, key lines and categories, successful marketing, and last year’s budget spend.

7. Look forward. Forecast your sales target. Also, plan how much stock, marketing activity, budget, trading promotions, and operational capacity is needed.

8. Consider your brand. Will you do promotions, spend more on content marketing, have value ads, or do giveaways? Check what your competitors are doing with pricing from a trading perspective.

Know Your Customer

9. Targeting is key. Use data, such as demographics, to target your audience. Remarket to site visitors on social media. Use targeted email to avoid emailing the same people multiple times per week.

10. Invest in customer experience. Data shows customers are more likely to trial a new digital experience or brand during peak period, since they’re spending more. So make a good first impression with your marketing and website. Make it easy for customers to make a purchase and receive their parcel. Provide good customer service afterwards, solving problems before they escalate.

11. Never miss a sale. Decide marketing methods for email promotion customers, Facebook customers, and Instagram customers. Communicate last order dates clearly and provide alternatives. Once time runs out for Christmas delivery, will you provide click and collect, gift vouchers, or another option?

Prep The Detail

12. Plan with the information you have. Build stock in current bestsellers, trending items, and promotions. How soon can you replenish that stock in the new year?

13. Be ready for a fulfilment surge. Know how many orders you’re receiving each day. Then you can add extra people on various teams such as the customer care team. Will everything be standard delivery or will you offer click and collect?

14. Plan now with a good marketing calendar. Increase budget within reason and have one campaign per week with a strong message that will drive sales. Do you need an agency for this period?

15. Monitor and react. Look at your KPIs daily, then optimise accordingly. Check yesterday’s sales and order quantity. Are you hitting your target and do you need to increase your marketing? Count outgoing orders to see if there’s a backlog starting.

From how to use last year’s data to your advantage, to how many marketing campaigns you should do per week, there are plenty of helpful pointers from Magico.

Remember, the peak period may be the most competitive and expensive season, but it’s also the most exciting time of the year! It could mean massive sales and smiles all round if you do it right.

Want to know how we can help you drive sales during this peak period? Schedule your free strategy session here.